Werbeplanung.at SUMMIT 15 - Die RTA Strategien der Einkäufer - Barbara Klinser-Kammerzelt
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- 1. Unsere RTA Strategie
- 2. Wo wir im Programmatischen Universum stehen
- 3. 2012 2013 2014 FEASIBLITY STUDIES Bundling vs Targeting
Audience vs Outcomes EXPERIMENT Tech Platformen Programmatic
Premium Programmatic abseits von Direct Response WEITERENTWICKLUNG
Private Transactions Messung & Attribuierung Fraud &
Viewablity 2015 CONSOLIDATE & STREAMLINE Streamling Tools, Tech
& Services Comprehensive Targeting Format & Device
Bridging
- 4. Programmatic wchst weltweit: 3 Grnde Konsument Advertiser
Agencies /Pubs
- 5. Mit unserem Agency Trading Desk sind wir ein globaler Player
mit lokaler Strke NORTH AMERICA USA Canada LATAM Mexico Chile-
LATAM Hub Brazil APAC Australia Japan China Malaysia - APAC Hub
India EMEA UK Netherlands France Germany Belgium Sweden Denmark-
Nordics Hub Spain Italy Hungary- CEE & SWE Hub UAE - MENA Hub
1. Trading Desk 1. TV & OOH Angebot 1. mit globalen Kunden ber
450 programmtische Spezialisten ber 21 Cadreon Offices, 5 Hubs
- 6. Unser operatives Team Programmatic Experten: Interne
Trainings & Updates alle Kundenbetreuer sind fit Hub in
Budapest fr Kampagnensetup, Reporting, Optimierung Team: Head of
Cadreon |Account Director | Account Manager | Account Engineer |
Account Executive | Campaign Managers | Data Scientists
- 7. Wir agieren offen in mehrerlei Hinsicht Offene Architektur
& Technologie- agnostisch Offen fr neue Partnerschaften: Kein
one-size- fits-all Ansatz Offen fr neue Partnerschaften: Kein
one-size- fits-all Ansatz Kein Re-Selling von bereits gekauftem
Inventar & Kein Spend Commitment Transparenz & Brand
Safety: Execution Exellence
- 8. MEDIA TECHNOLOGY DATA+ + MEASUREMENT, INSIGHTS &
AUDIENCE INTELLIGENCE Ad Exchanges Sell-side platforms (SSPs)
Private Marketplaces Channels: Display, Video, Mobile, Social
Multiple DSPs Brand Safety Analytics engines Attribution engines
TOTALDMP (data management) TotalTag & other 1st party (from
client site and other sources e.g. CRM databases) 3rd party (from
brokers and aggregators)
- 9. Globale + lokale Partnerschaften: Private Marketplaces ber
190 globale Partnerschaften Rund 10 lokale Partnerschaften
- 10. Globale + lokale Partnerschaften: Technologie-Partner Unser
Partner Management Prozess
- 11. Globale + lokale Partnerschaften: Technologie-Partner
Qualitatives Assessment
- 12. Globale + lokale Partnerschaften: Technologie-Partner
Quantitatives Assessment
- 13. Kampagnen-Setup Behavioral Targeting1 Contextual
Categories2 Whitelists 3 Re- Targeting4 Local PMPs 5 Global PMPs6
Look a like Targeting7 Semantic Targeting / Keywords 8 Above the
Fold, etc..9
- 14. Kampagnen Reporting
- 15. Next Stage: Total DMP | Data Management Platform
- 16. Next Stage: Programmatic fr Digital OOH
- 17. Dankeschn Mag.(FH) Barbara Klinser-Kammerzelt
xing.com/profile/Barbara_KlinserKammerzelt
at.linkedin.com/in/barbaraklinser
barbara.klinser@fastbridge.at